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    題名: 知覺價值、主觀規範與知覺行為控制對有機食品態度及購買意圖影響之研究 : 以性別為干擾變數
    其他題名: The impacts of perceived value, subjective norm and perceived behavioral control on the attitude and purchase intention toward organic food : gender as a moderator
    作者: 邱奕豪;Chiou, Yih-Hau
    貢獻者: 淡江大學國際行銷碩士在職專班
    張俊惠;Chang, Chun-Hui
    關鍵詞: 有機食品;知覺價值;主觀規範;知覺行為控制;態度;購買意圖;性別;Organic Food;perceived value;Subjective Norm;Perceived Behavioral Control;Attitude;Purchase Intention;Gender
    日期: 2015
    上傳時間: 2016-01-22 14:49:14 (UTC+8)
    摘要: 對環境和食品安全的關切和疑慮,讓有機食品成為極受重視且正快速成長的產品。因此,了解消費者對有機食品的購買意圖形成,並進而擬定行銷相關策略,對有機食品產業發展是極重要之事。本研究針對台灣地區消費者對有機食品知態度及購買意圖加以探討。

    本研究以 Ajzen (1985) 所提之計畫行為理論為基礎,再加上知覺價值來探討各變數於消費者對有機食品購買意圖之影響,以及態度所扮演的中介角色,並探討對有機食品之消費行為,是否會因性別不同而有顯著差異。

    本研究以SPSS 18.0版及LISREL 8.7版作為資料分析工具,透過線性結構方程模式驗證研究假說後,得到以下結論:

    一、消費者對有機食品之主觀規範與知覺行為控制,都顯著會直接影響購買意圖,其中,主觀規範另可透過態度做為中介,進一步強化購買意圖之形成
    二、消費者對有機食品之知覺價值,確實會直接影響購買意圖,且知覺價值另可透過態度做為中介,進一步影響購買意圖之形成
    三、消費者對有機食品之購買行為,確實會因性別有所差異
    By concerns and worries about environment and food safety issues, Organic Food has become a very important and fast growing industry. Therefore, to understand how consumer has its intend to purchase Organic food, and by this understanding we can develop precise marketing strategy.

    This study based on Ajzen (1985)’s TPB model and Perceived Value, to investigate the impacts on consimers’ Attitude and Purchase Intention toward Organic Food; also investigates the differerences between male and female groups.

    This study used SPSS18.0 and LISREL 8.7 for data analysis.

    Findings of this study as below:

    1. Subjective Norm and Perceived Behavioral Control have significant and positive impacts on Purchase Intention, Attitude has mediation effect between Subjective Norm and Purchase Intention.
    2. Perceived Value has significant and positive impacts on Purchase Intention, Attitude has mediation effect between Perceived Value and Purchase Intention.
    3. The research result shows the differences between gender groups.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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